Boosting Sales and Engagement for Ahava Events
Ahava Events, a prominent event planning and supplies firm based in Nairobi, approached Sabertooth Marketing with the goal of boosting sales, increasing engagement, and optimizing their spending on social media advertising. Despite their established presence, Ahava Events encountered challenges such as a decline in bookings via social media, low response rates on ads, and decreased page engagement despite their current media buying strategy.
To address these issues, Sabertooth Marketing developed a tailored media buying strategy focused on maximizing ROI and driving meaningful results for Ahava Events resulting in a 60% reduction in media spend and a significant increase in sales. This case study explores how Ahava implemented a new media buying strategy, resulting in a 60% reduction in media spend and a significant increase in sales. Our approach offers a valuable blueprint for other event firms seeking to maximize their marketing ROI and reach their target market effectively.
Client Background
Ahava Events is renowned for its exceptional event planning services and high-quality event supplies in Nairobi and across the country. With a strong reputation in the industry, they sought to use social media advertising to expand their reach, attract new customers, and increase sales.
Media Buying Objectives:
- Increase sales revenue through targeted ad campaigns.
- Enhance engagement and interaction with the target audience.
- Optimize advertising spending to achieve higher ROI.
Challenges Experienced:
- Reduction in bookings through social media channels.
- Low response rates and engagement on existing ads.
- Decline in overall page engagement and reach.
APPROACH – Target Audience Definition & Platform Selection
The first step involved defining Ahava Events’ ideal customer persona. We analyzed demographics, interests, online behavior, and event preferences to develop a clear understanding of who they should be targeting. This led to us settling on two audiences – one for general inquires and the other for high-end/premium items. Based on the audience insights, we moved away from generic media placements and focused on targeted social media channels (Facebook and Instagram) likely to resonate with potential clients.
EXECUTION – Compelling Ad Copy and Visuals
The second step involved developing compelling ad copy, visuals, and content that resonated with their target audience. Our approach mostly focused on a need to attract clients at the same time boost sales. This meant that we had to focus on the “you-persona” on the ad copy and the photos were to be professionally taken.
OPTIMIZATION – Continuous Optimization & Tracking
Finally, we tracked campaign performance through analytics and adjusted strategies as needed. We constantly monitored campaign performance with key metrics like cost per click, cost per impression, reach, and lead generation. This data allowed for us to optimized ad spending, and to continuously refine audience targeting based on performance insights.
PROJECT RESULTS
Through focusing on targeted channels and optimizing campaigns, we significantly reduced overall media spend. The optimized strategy directly generated new event equipment orders, bookings, and sales, surpassing the set target with a maximum spend of only Ksh 2,000 bob used per campaign. The success of the media buying campaign for Ahava Events highlighted several key takeaways:
- Tailoring ad content and targeting parameters based on specific business goals is essential for driving meaningful results.
- Constant monitoring and optimization are crucial for maximizing ROI and campaign effectiveness.
- Maintaining a diverse set of audience segments can enhance ad performance and prevent audience exhaustion.
By following our guidelines and incorporating your own data and insights, you can create an effective media buying strategy for your business. Contact us today to learn more about our tailored media buying solutions and take your business to new heights.